Spring Fair has launched an exclusive signature fragrance – Heritage 75 – created to commemorate the show’s 75th anniversary.
The scent – crafted in collaboration with fragrance expert Quintessence Fragrances and home fragrance expert Sebnini – will debut at the 2025 edition of Spring Fair, bringing a ‘multi-sensory dimension’ to the event.
Heritage 75 aims to capture the spirit of Spring Fair, blending tradition and modernity.
The fragrance is a combination of top notes including crisp apple, sun-kissed lemon and zesty bergamot; heart notes of velvety jasmine, luxurious tuberose, ancient cedarwood and cistus; and bass notes of amber and earthy, moss-infused patchouli.
As part of the rising trend of experiential retail, Heritage 75 will elevate key areas of the show, such as the Buyers Lounge, Sales Lounge, Licensing Lab and Press Lounge, through scent activations.
The Buyers Lounge will feature a mini high-street and one of the pop-up shops will be ‘Quintessence Fragrances’, home to the signature fragrance where visitors can meet the Quintessence team of perfumers and explore the fragrance’s individual elements and how they build into the one scent.
“Research has shown that scent has a remarkable ability to evoke memories and influence behaviour, from enhancing customer engagement to driving sales. We’ve seen scent-scaping continue to rise in popularity in retail, with home fragrance emerging as one of our most sought-after product categories by buyers,” commented Laura Rae, head of community at Spring Fair. “That’s why we’re excited to partner with Quintessence Fragrances and Sebnini to offer visitors an immersive sensory experience that not only reflects the growing demand for scent as a powerful tool in retail, but also provides our visitors with valuable opportunities to learn about the creative process behind building your own fragrance and home fragrance products.”
In addition to the fragrance activations, limited edition Heritage 75 votive candles and diffusers will be distributed to key buyers and showcased across the event.
Laura continued: “Heritage 75 is more than a scent – it’s a celebration of our journey over the past 75 years and a symbol of our commitment to innovation and excellence in the retail industry.”
Spring Fair 2025 takes place from 2-5 February and Birmingham NEC. For further details, simply click here.
